CONTEMPORARY RUSSIAN CORPORATE MEDIA RESOURCES: TYPES, TECHNOLOGIES, EFFECTS

Abstract

The article explores characteristics of contemporary corporate media resources appearing in the post-Soviet mass media space. It examines the concept of “corporate media,” defines the typological characteristics of corporate media resources, clarifies their current features, and provides a comparison with previous periods in their history. The technologies utilized by the creators of corporate media are examined. Using the media resources of one large company as an example, the effectiveness of corporate media resources – the company’s official website, accessible to a wide audience, its internal website, targeted at its employees, and its community on the social network VKontakte – is assessed. The findings may be useful to media practitioners, corporate PR specialists, and the general public interested in media engagement technologies with actual and potential consumers of the products and services of large domestic companies.